The WARC Podcast Most Contagious Live: building creative effectiveness at Heineken and 2025 trends
9 snips
Dec 19, 2024 Chloe Markowicz, Editor at Contagious, shares effective social media strategies, emphasizing genuine engagement and community involvement. Friederike Offermanns, Global Communication Manager at Heineken, discusses cultivating a culture of creative effectiveness. Tom Standage from The Economist highlights macro trends shaping 2025, including the impacts of economic policies and the evolving creator economy. The conversation dives into the importance of long-term partnerships and innovative campaigns that resonate with audiences amid uncertainty.
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Episode notes
Social Media Engagement
- Put the social back into social media by fostering online conversations.
- Treat social media as a two-way street, engaging in back-and-forth dialogue with your audience.
Charli XCX's Brat Campaign
- Charli XCX's "Brat" album launch exemplifies successful social media marketing by driving engagement through interactive elements like the "Brat Wall".
- The campaign encouraged fan participation by creating cryptic messages and a "Brat Generator", resulting in organic virality and widespread discussion.
Balancing Structure and Virality
- Balance planned campaign structure with organic virality by actively listening to social media conversations and adapting accordingly.
- Observe audience interactions and incorporate user-generated content, exemplified by Charli XCX adopting a fan-created dance.